2025
Audit, Strategy, Brand, Digital, Creative Direction, Social
LOGO ANIMATION BY CHNG WOON CHIEN
FFTH faces significant challenges in its brand positioning, including the lack of a cohesive visual identity system, which hinders the creation of a consistent, impactful narrative. The brand’s communication lacks emotional richness, relying on functional messaging instead of a human-centred story that resonates with its audience. Additionally, FFTH struggles to reflect its leadership, failing to communicate its legacy, ambition, and unique position, which results in a weaker perception of its authority and desired personality.
SOLUTION
I designed an online brand discovery workshop grounded in insights from the brand audit. This process led to the development of Food from the Heart’s (FFTH) core positioning: Food For Thought —a guiding principle that drives meaningful action, fosters innovation, and builds strong community connections. This concept of thoughtfulness is expressed through three key dimensions: Thought(ful), Thought(Generation), and Thought(Provocation), encapsulating the organisation’s distinctive and holistic approach.
Building on this foundation, the rebrand reimagines the original bread icon from FFTH’s logo, preserving its symbolic origins while reflecting the organization’s evolution beyond it. Bread, representing nourishment and community, has been transformed into a simple, versatile geometric logo. This modern symbol integrates the two core elements of FFTH’s value proposition: food and thought.
Rooted in the philosophy of impactful growth from simple ‘ingredients’—sincerity, will, compassion, and the spirit of service—the refreshed identity bridges FFTH’s meaningful heritage with its vision for a future of leadership and lasting change.
ROLE
I led the rebranding project end-to-end — from facilitating workshops with the client to define the strategy, to developing the brand concept, visual identity, and rollout plan. I oversaw every stage, including web redesign, campaign direction, and social media activation, ensuring the new brand narrative stayed consistent across all touchpoints.
Built with Evonne Chung. Completed in three months.